DETERMINATS OF CUSTOMER PATRONAGE OF TRADITIONAL CLOTHE WEARING IN ADO-EKITI METROPOLIS
Abstract
The study determined customer patronage of traditional clothes wearing in Ado-Ekiti metropolis. It went further to determine whether the quality of traditional clothes significantly affect customer patronage. It also determine the relationship between customer brand image and customer patronage on traditional clothe wearing in Ado-Ekiti metropolis. It determined the relationship between customer value (price) and customer patronage of traditional clothes in Ado-Ekiti metropolis. Primary data was used for the study with a total of twenty five (25) respondents using a self-designed questionnaire. The study employed statistical tool of frequency counts and percentages involve the use of frequency count and simple percentages. Findings showed that the quality of traditional clothes significantly affect customer patronage due to customer brand image and customer patronage on traditional clothe and customer value (price) and customer patronage propositional affect the perceived price is too high relative to the perceived value, customer may seek alternative options or forego the purchase. It is here by recommended that Manufacturers, designers and marketers of traditional clothes should invest more towards improved quality for consumer sustainable patronage of traditional clothes in Nigeria.
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